Amazon has done it. Today, they announced their entry into the smart phone market dubbed the "Fire" phone. It's been rumored for quite some time and we kinda expected it given their Kindle line of tablet devices. Amazon attempts to differentiate itself from its competitors by offering a feature called "Dynamic Perspective" which to me, looks like clever use of the internal gyroscope. Amazon also is integrating their existing product search technologies into a feature called "Firefly". This allows users to search for products by their appearance and their sound (for music and movies). The third major feature is called Mayday which is a built in support mechanism.
If you're willing to pay top dollar for this phone, Amazon is willing to throw in a full year of Amazon Prime which includes a lot benefits. People who are tied to Google services may not like the Amazon Fire Phone as it does not include Google apps, including the Google Play Store. Overall, I think it's a strong initial offering for Amazon, but we'll see how the market reacts once it ships on July 25, 2014.